Mastering Product Marketing, Change, and Feedback.
Today's topic: Focusing on marketing your product is the bridge to making people love your product.
“We did the research, devoted all this time to building the best product, and launched it. A few months later and it’s a complete flop. Where did we go wrong?”
By now, you’ve probably heard all the anecdotes. Fail fast…you should be iterating…“MVP.” They’re all great concepts and important in the product development process.
However, if you’re serious about doing these to grow your products, you should also be taking a deep look into your approach to ensuring people who will be using your product are aware of your product, clearly understand the benefits and how to use it, and understand if there’s a path for feedback back to your team to make the experience better.
Let’s talk about product marketing.
Spread the Word - Product Awareness.
We understand that in the grand landscape of business, the best product doesn't always win - it's the best-known product that often takes the cake. To remedy this, we need to focus on outreach and engagement. We can’t just release things into the world and expect them to be known and loved by all without a little work.
As you’re thinking about launching your products, you should develop a comprehensive product marketing strategy to spread the word to the people who need them the most. Think of this as not just 'marketing' but as us forming meaningful relationships with our current and future users.
Depending on your company size, you could be the sole person behind this effort, depending on an external marketing team to do the work or anything between. As one of the main people directing the product, however, you should be sure that your insights and foresight based on your countless hours of learning about your users get baked into the messaging.
Change Management and Training - Preparing for Launch.
We are cognizant of the fact that rolling out a new product or even an upgrade can be quite a shakeup. Change can be hard. And that's why our dedication to change management and training is unwavering. For every rollout, we'll ensure there are comprehensive training modules and guides to get everyone on board smoothly and swiftly.
Our mantra here is 'Preparation and Support.' We are committed to preparing you for the change and providing support throughout the journey. This way, we can all look forward to product rollouts as a step forward rather than a hurdle to overcome.
Short Feedback Loops - Keeping Products Fresh.
In the race for innovation, it's easy for a product to go stale. We don't want to re-create existing products - we want to create products that evolve and improve.
To do this, we're focusing on creating shorter feedback loops. Whether you're a team member using an internal tool or a customer-facing representative gathering client insights, your observations are invaluable. We're streamlining our feedback process and ensuring each voice is heard, each idea is considered, and every bug is squashed. Your feedback will catalyze our products' continual growth and improvement.
Final Thoughts
As we continue to innovate and improve, it's important to remember that every step forward is a team effort. Your contributions in getting the word out, facilitating change, and providing feedback are what enable us to create and deliver excellent products. Keep focusing on these, and you’ll users will undoubtedly start loving your product.
Have an interesting story or take on product marketing in your org? Leave a comment and tell us about it.
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Great point to bake in your perspective into the marketing material!